The impact of sustainable marketing initiatives on brand perception: An evaluation of an eco-friendly firm in Port Harcourt, Nigeria
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Background of the study
Sustainable marketing initiatives focus on promoting a firm’s commitment to environmental stewardship, social responsibility, and ethical practices. In Port Harcourt, an eco-friendly firm has integrated sustainable marketing into its overall strategy to build a strong, positive brand perception. By emphasizing practices such as the use of renewable resources, eco-friendly production methods, and community engagement, the firm seeks to align its brand image with values that resonate with contemporary consumers (Chukwu, 2023). Sustainable marketing initiatives are designed to create an emotional connection with consumers, enhance credibility, and differentiate the brand from competitors who may not prioritize sustainability (Okoro, 2024). Research shows that when consumers perceive a brand as sustainable, they are more likely to have favorable attitudes and a stronger commitment to the brand (Afolabi, 2025). Despite these advantages, there is limited empirical evidence on the direct impact of sustainable marketing on overall brand perception. This study evaluates how sustainable marketing initiatives influence consumer perceptions of brand value, reputation, and ethical commitment in an eco-friendly firm.
Statement of the problem
While sustainable marketing initiatives are increasingly popular, their effect on brand perception remains ambiguous. Consumers in Port Harcourt may appreciate sustainability efforts, yet the extent to which these initiatives enhance overall brand perception is not well documented (Chukwu, 2023). Variations in message delivery and consumer skepticism regarding authenticity may diminish the potential impact. Additionally, the competitive landscape in which multiple firms claim sustainability can complicate the differentiation of a brand (Okoro, 2024). This study aims to address these issues by investigating the relationship between sustainable marketing initiatives and brand perception, thereby providing a clearer understanding of how eco-friendly practices influence consumer attitudes and brand reputation (Afolabi, 2025).
Objectives of the study:
To assess the impact of sustainable marketing initiatives on brand perception.
To identify the key factors that influence consumer attitudes towards sustainability.
To provide recommendations for enhancing sustainable marketing practices.
Research questions:
How do sustainable marketing initiatives affect brand perception in an eco-friendly firm?
What factors are most critical in shaping consumer attitudes toward sustainability?
How can eco-friendly firms optimize their marketing strategies to improve brand perception?
Significance of the study
This study is significant as it investigates the direct impact of sustainable marketing initiatives on brand perception. Findings will enable eco-friendly firms in Port Harcourt to better understand how to position their brand in a competitive market through sustainable practices. The research contributes to academic literature and offers practical recommendations for enhancing brand reputation and consumer trust through effective sustainable marketing (Okoro, 2024).
Scope and limitations of the study:
The study is limited to evaluating sustainable marketing initiatives and their effect on brand perception for an eco-friendly firm in Port Harcourt, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Sustainable Marketing Initiatives: Marketing efforts that emphasize environmental responsibility and ethical practices.
Brand Perception: The overall impression and attitudes consumers form about a brand.
Eco-Friendly Firm: A company committed to environmentally sustainable and socially responsible practices.
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